Momentum Launch TAM Airlines' First UK Consumer Awareness Campaign

LONDON – Momentum have created and launched a fully integrated campaign for TAM Airlines the flagship carrier for Brazil across trade and consumer press, direct marketing and events.

TAM is the Southern Hemisphere’s biggest airline and has led the Brazilian domestic market since July 2003. The company files to 43 destinations in Brazil with business agreements signed with regional companies, increasing it to 82 different destinations in national territory. TAM’s international flights include direct flights to 18 destination in the United States, Europe and South America: New York, Miami and Orlando (EUA), Paris (France), London (England), Milan (Italy), Frankfurt (Germany), Madrid (Spain), Buenos Aires (Argentina), La Paz, Cochabamba and Santa Cruz de la Sierra (Bolivia), Santiago (Chile), Asuncion and Ciudad del Este (Paraguay), Montevideo (Uruguay), Caracas (Venezuela) and Lima (Peru).

TAM is the leading pioneering airline company within Brazil, having launched a loyalty program at the beginning of the year, introduced First Class in March competing with other national carriers for VIP customers and this month joined the world’s largest airline alliance, Star Alliance.

The consumer led awareness campaign has been created and developed by Momentum with the key component being strategically placed branded ad gates at various train stations including Liverpool Street, Paddington and Victoria stations.

Having previously concentrated on the trade market, the 2010 TAM Airlines strategy is to build brand awareness with consumers. Adverts will be strategically placed in travel sections of relevant publications, such as B2C titled including The Metro, Evening Standard, City AM, Sunday Times Travel, Guardian Travel Section and Monocle magazine. Adverts in trade magazines will also be placed in titles including Business Traveller, The Business Travel Magazine, Selling Long Haul and Travel Weekly.

Additionally targeted emails to TAM’s Frequent Flyer ‘Fidelidade’ audience will support the overall campaign together with a launch event at London’s Koko.

Jim Robinson, Account Director at Momentum London said “The campaign is strategically diverse, allowing us to have produced and created a variety of different elements ranging from media planning, to ad production to activating events whilst ensuring the core message is consistent to raise consumer awareness. People will now begin to realize and recognise that TAM Airline is the flagship carrier for Brazil.”